Rochus is closed for business

Owned by Procter & Gamble, a spokesperson for the company confirmed that the fashion house would close.

Founded in 1924 by Marcel Rochus primarily as a frangance, the Parisian fashion house came to being in 1990. Recently, young Belgium designer, Olivier Theyskens, turned the labelâ€™s fortunes around and garnered more than a truck full of gushing praise from all levels of the fashion hierarchy.

The sudden end to what would have been a brilliant revival has shocked many in the fashion world.

“It was one of the hottest businesses on the floor,” said Julie Gilhart, the Barneys fashion director. “Olivier took an unknown brand and made it one of the most desirable ones in fashion in a short amount of time.”

Even Anna Wintour, the Editor in Chief of Vogue took time out of her busy schedule to comment on the news.

“It’s an enormous shame,” Anna Wintour said. “Olivier is one of our brightest young talents on an international platform. He has taken enormous care to build that brand in a slow and methodical way so that the fashion customer totally understands what the Rochas signature looks are.”

Rochus was seen regularly on the red carpet, on some of Hollywood’s brightest and biggest stars, from Jennifer Aniston, Rachel Weise and Kirsten Dunst. This is news that would shock many around the world.

Rochas was acquired from Wella in 2003 by P&G (who also own brands like Cover Girl, Herbal Essence, Hugo Boss, Lacoste, Max Factor, Olay, Pantene, SK II â€“ just to name a few).

But the label won’t be gone entirely, while the fashion line will no longer be available after the fall collections, Procter & Gamble will continue making the lucrative Rochas fragrances.

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As Editor of SASSYBELLA.com, Helen Lee has been blogging about Fashion and Beauty for over 12 years. A self confessed geek and sports fan, Helen can't resist the urge to travel often and far in the name of good fashion, beauty and sport.

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The SASSYBELLA.com fashion & beauty blog by Editor Helen Lee has been covering fashion & beauty industry news since 2002. This is one of the longest established fashion and beauty blogs on the Internet today.